Sanoma's new segment figures for 2010


Stock Exchange Release 9/3/2011  10:30

Sanoma Corporation published a new divisional structure on 4 November 2010,
which is reflected in the Company's financial segment reporting. As of 1 January
2011, Sanoma's operations are grouped into four segments: Sanoma Media, Sanoma
News, Sanoma Learning & Literature and Sanoma Trade.

The segmentation is based on business model and product differences. The media
business, based on advertising and circulation sales, is divided into two
segments: Sanoma Media, operating in 12 countries, is responsible for magazines
and TV operations and Sanoma News for newspapers in Finland. Both divisions also
have a great variety of online and mobile services. Sanoma Learning &
Literature's business is mainly B2B business. Sanoma Trade, on the other hand,
operates on a retail business model.

In the full year financial statements for 2010, figures were reported according
to the previous segment structure. The new segment structure will be implemented
in the first quarterly report to be published on 3 May 2011.

Unaudited quarterly figures for 2010 according to the new segment reporting
structure are presented in the tables below.

NET SALES BY BUSINESS

EUR million                        1-3/  4-6/  7-9/ 10-12/   1-12/

                                   2010  2010  2010   2010    2010



SANOMA MEDIA

The Netherlands                   107.4 128.0 118.8  136.1   490.4

Finland                            92.6  91.7  67.5   87.4   339.3

The CEE countries                  48.7  54.3  51.0   60.9   214.9

Belgium                            53.5  52.3  48.7   53.8   208.3

Other businesses and eliminations   9.9  13.0  11.5   12.4    46.7
------------------------------------------------------------------
TOTAL                             312.1 339.4 297.5  350.6 1,299.6



SANOMA NEWS

Helsingin Sanomat                  59.1  56.7  55.5   64.1   235.4

Ilta-Sanomat                       19.9  20.7  21.1   21.6    83.3

Other publishing                   25.3  25.6  23.5   25.0    99.5

Other businesses and eliminations   5.0   5.5   4.6    4.2    19.4
------------------------------------------------------------------
TOTAL                             109.4 108.5 104.8  114.9   437.6



SANOMA LEARNING & LITERATURE

Learning                           29.9  85.0 100.6   33.7   249.3

Language services                   6.9   6.2   5.2    8.9    27.1

Literature and other businesses    23.6  17.2  18.0   24.8    83.6

Eliminations                       -2.3  -2.9  -2.5   -2.2    -9.9
------------------------------------------------------------------
TOTAL                              58.2 105.5 121.2   65.1   350.1



SANOMA TRADE

Kiosk operations                   91.9 104.9  99.2  102.4   398.4

Trade services                     30.3  33.8  32.7   34.5   131.3

Bookstores                         26.0  19.9  31.6   43.2   120.6

Movie operations                   25.4  19.9  20.7   23.9    90.0

Eliminations                       -3.4  -4.0  -3.1   -3.5   -14.0
------------------------------------------------------------------
TOTAL                             170.2 174.4 181.1  200.5   726.3



Eliminations                      -12.0 -12.5 -14.1  -13.8   -52.4
------------------------------------------------------------------
TOTAL                             637.9 715.4 690.6  717.3 2,761.2



OPERATING PROFIT BY DIVISION

EUR million                      1-3/  4-6/ 7-9/ 10-12/ 1-12/

                                 2010  2010 2010   2010  2010



Sanoma Media                     31.2 229.3 -4.2   31.6 287.9

Sanoma News                      15.6   8.9 15.7   15.9  56.1

Sanoma Learning & Literature     -6.4  25.1 45.5  -17.2  47.1

Sanoma Trade                      3.7   2.4  6.4    3.0  15.5

Other companies and eliminations -3.7  -4.7  0.5   -6.1 -13.9
-------------------------------------------------------------
TOTAL                            40.4 261.0 63.9   27.4 392.7



OPERATING PROFIT EXCLUDING NON-RECURRING ITEMS BY DIVISION

EUR million                      1-3/ 4-6/ 7-9/ 10-12/ 1-12/

                                 2010 2010 2010   2010  2010



Sanoma Media                     31.2 47.3 31.0   36.3 145.8

Sanoma News                       9.6  8.9 15.7   13.0  47.2

Sanoma Learning & Literature     -5.2 26.4 45.7  -14.4  52.6

Sanoma Trade                      3.7  2.4  7.4    5.6  19.1

Other companies and eliminations -3.7 -4.7 -4.9   -6.1 -19.3
------------------------------------------------------------
TOTAL                            35.6 80.3 94.9   34.5 245.4



In 2010, Sanoma Media's non-recurring items included in the second quarter a EUR
2.6 million gain from selling 49% of the Humo magazine and a EUR 179.0 million
gain on the sale of the cable TV operator Welho, in the third quarter a EUR
28.9 million impairment of goodwill in the Dutch press distribution and a EUR
6.3 million impairment of intangible assets in the Dutch media business and in
the fourth quarter EUR 3.3 million restructuring expenses in the Netherlands and
a EUR 1.0 impairment of intangible assets in the CEE countries.

Sanoma News' non-recurring items in 2010 included in the first quarter a EUR
6.0 million gain on the sale of Lehtikuva and in the fourth quarter a EUR 2.9
million gain on the sale of Sanoma Lehtimedia's local papers.

Sanoma Learning & Literature's non-recurring items in 2010 included in the first
quarter a EUR 1.1 million loss on the sale of Bertmark Norge and in the second
quarter EUR 1.3 million, in the third quarter EUR 0.2 million and in the fourth
quarter EUR 0.8 million restructuring expenses and in the fourth quarter a EUR
2.1 million impairment of a Dutch non-core entity.

Sanoma Trade's non-recurring items in 2010 included in the third quarter EUR
1.0 million and in the fourth quarter a EUR 2.6 million loss on sale of Russian
operations.

SEGMENT INFORMATION

In addition to the Group eliminations column unallocated/eliminations includes
Sanoma Corporation and real estate companies as well as items not allocated to
segments.

Segment assets do not include cash and cash equivalents, interest-bearing
receivables and tax receivables. Transactions between segments are based on
market prices.



1.1-31.12.2010

                                                      Unallo-

                                        Sanoma         cated/

                      Sanoma Sanoma Learning & Sanoma  Elimi-   Group

EUR million            Media   News Literature  Trade nations   total
---------------------------------------------------------------------
External net sales   1,294.6  431.7      334.8  700.5    -0.5 2,761.2

Internal net sales       5.0    5.9       15.2   25.7   -51.9

NET SALES, TOTAL     1,299.6  437.6      350.1  726.3   -52.4 2,761.2

OPERATING PROFIT       287.9   56.1       47.1   15.5   -13.9   392.7

Share of results in

associated companies   -24.5    0.3        0.0    0.3           -23.9

Financial income                                         11.1    11.1

Financial expenses                                       23.8    23.8

RESULT BEFORE TAXES                                             356.0

SEGMENT ASSETS       1,826.8  324.9      551.8  344.8    34.6 3,082.8



1.1-30.9.2010

                                                      Unallo-

                                        Sanoma         cated/

                      Sanoma Sanoma Learning & Sanoma  Elimi-   Group

EUR million            Media   News Literature  Trade nations   total
---------------------------------------------------------------------
External net sales     945.5  317.9      274.4  506.3    -0.1 2,043.8

Internal net sales       3.5    4.8       10.6   19.5   -38.5

NET SALES, TOTAL       949.0  322.7      285.0  525.8   -38.6 2,043.8

OPERATING PROFIT       256.3   40.2       64.3   12.5    -7.8   365.3

Share of results in

associated companies    -0.6    0.3        0.0    0.3             0.1

Financial income                                          8.7     8.7

Financial expenses                                       17.3    17.3

RESULT BEFORE TAXES                                             356.8

SEGMENT ASSETS       1,830.9  326.3      596.6  349.6    32.7 3,136.0



1.1-30.6.2010

                                                      Unallo-

                                        Sanoma         cated/

                      Sanoma Sanoma Learning & Sanoma  Elimi-   Group

EUR million            Media   News Literature  Trade nations   total
---------------------------------------------------------------------
External net sales     649.1  214.4      158.0  331.8     0.1 1,353.3

Internal net sales       2.4    3.5        5.7   12.9   -24.5

NET SALES, TOTAL       651.5  217.9      163.7  344.6   -24.5 1,353.3

OPERATING PROFIT       260.5   24.5       18.7    6.1    -8.4   301.4

Share of results in

associated companies    -1.1    0.1        0.0    0.3            -0.7

Financial income                                          4.6     4.6

Financial expenses                                       12.3    12.3

RESULT BEFORE TAXES                                             293.1

SEGMENT ASSETS       1,892.2  330.0      592.4  347.4    37.1 3,199.0



1.1-31.3.2010

                                                      Unallo-

                                        Sanoma         cated/

                      Sanoma Sanoma Learning & Sanoma  Elimi-   Group

EUR million            Media   News Literature  Trade nations   total
---------------------------------------------------------------------
External net sales     310.9  107.4       55.1  164.3     0.2   637.9

Internal net sales       1.2    2.0        3.1    5.9   -12.3

NET SALES, TOTAL       312.1  109.4       58.2  170.2   -12.0   637.9

OPERATING PROFIT        31.2   15.6       -6.4    3.7    -3.7    40.4

Share of results in

associated companies    -2.5    0.1               0.0            -2.4

Financial income                                          2.2     2.2

Financial expenses                                        6.0     6.0

RESULT BEFORE TAXES                                              34.1

SEGMENT ASSETS       1,729.7  339.2      571.2  332.0    36.0 3,008.0



Sanoma Corporation


Kim Ignatius
Chief Financial Officer

Additional information: Sanoma's Group Communications, tel +358 105 19 5062 or
communications@sanoma.com

www.sanoma.com

Sanoma inspires, informs and connects. As a diversified media group, we bring
information, experiences, education and entertainment to millions of people
every day. We make sure that quality content and interesting products and
services are easily available and meet the demands of our readers, viewers and
listeners. We offer a challenging and interesting working environment for nearly
20,000 people in over 20 countries throughout Europe. In 2010, the Group's net
sales totalled EUR 2.8 billion.


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